|
Once you have succeeded in getting that new email address added to your database it pays to treat them well. To keep your email reader from opting out immediately or just plain ignoring you make sure they understand the value of what you will be sending them every step of the way.
Welcome New Email Sign-ups With Courtesy & Reassurance
Start off with a welcome email message to every new name you add to your file whether from online or offline sources. Let your new sign-ups know about the emails that will be coming to their in-box. Assure new email sign-ups they can trust your email messages and that you won't waste their time.
For online sign-ups your registration page begins the welcome sequence by explaining the content and intent of your future email communications. Use this sign up page to re-state the benefits of signing up and as a courtesy let them know any additional info such as the expected frequency. Now you have laid the ground work and managed expectations so there are no unpleasant surprises.
Your welcome sequence should include these key elements:
- An easy to navigate sign up page
- A thank you page that loads right after the submit button is clicked
- A welcome email
Don't Ask For Too Much On Your Email Sign-up Page
Your email sign-up page should only ask for as much information as is neede to get the relationship of the ground. Be sure not to ask for too much information. Asking for too much disclosure is like coming on too stong on first date... it usuallly doesn't go well. The more information you request on the sign up page the more people will abandon the process as they move through the questions on your form.
Three key items of information are usually enough: email address, first name, last name. You may also wnat to ask for a postal address or phone number. Sign-ups that provide phone or address are going to be more qualified and more responsive however the percentage of visitors to the page that sign up will drop considerably. How much you want to qualify your sign ups at this first stage is up to you and depends on your business model. For example a regional offer might want to get the phone mumber for the area code... but a less invasive request for state abbreviation might acheive the desired result and not drive down the sign up rate too mcuh.. In general I recomend you go for the highest sign up percentage you can get by asking for less information.
Go Further With A Reassuring Thank You Page
Your thank you page should load first thing after your new sign up presses teh submit button. This assures the person signing up know that the process wasa success. It can also supply any additional information about furthe rsteps in the process such as a confirmation email, a reminder to look in their spam folder for your first email, etc. Also, to set a positive tone for future communication be sure to thanks your new sign-up for their interest.
Additionally, you should reaffirm the benefits and possible provide a link to a page that allows you new sign up to provide additional information or datail about themselves. Breaking down you request for disclosure of information into to steps allows you to try for the best of both worlds. First, the high conversion rates due to a simple sign up form wit limited disclosure. Second, the detailed information you want in order to start creating a meaningful database of customer interests and demographics.
5 Essentials For Your Welcome Email
Your welcome email should:
- Introduce itself as a welcome message in the subject line
- Repeat the info supplied at registration for verification purposes
- Boost confidence and anticipation with additional detail about the benefits of joining the list
- Provide a link to a preference page to encourage the sign-up to provide more deatiled information
- Link to any special offers, downloads, reports, coupons or other incentives promised at the time of sign up.
Remember that for email sign-ups aquired off line the welcome message will be their first communication from you. To accomodate these folks your welcome message must be very clear about what it is and why it is being sent.
You might also enjoy reading these other articles in the Building Your Email List series:
|
